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Tourism : The Business of Travel

Tourism : The Business of Travel

Tourism The Business of Travel

Tourism The Business of Hospitality and Travel

Tourism: The Business of Travel

Summary

For introductory courses in Tourism/Travel and Hospitality. This third edition provides a through overview of the tourism industry and highlights the revolutionary impacts of technological changes on every segment of this industry. This book provides an accurate overview of today's tourism industry that's as interesting and multi-faceted as the field itself. Written in a conversational style that's fun to read, it takes a balanced, business-oriented look at each component of the industry including the role of the travel agent and the importance of transportation modes, accommodations, destinations, attractions and food and beverage operations.

Table of Contents

Preface

xiii

About the Authors

xvii

PART 1 The Traveling Public and Tourism Promoters

1

(144)

Introducing the World's Largest Industry, Tourism

2

(34)

Learning Objectives

3

(1)

Chapter Outline

3

(1)

Could a Career in Tourism Be in Your Future?

4

(1)

Introduction

4

(1)

Services and Tourism

5

(1)

What Is Tourism?

5

(1)

A Tourism Model

6

(3)

The History of Travel and Tourism

9

(6)

The Empire Era

9

(3)

The Middle Ages and the Renaissance Era

12

(1)

The Grand Tour Era

13

(1)

The Mobility Era

13

(1)

The Modern Era

14

(1)

Bringing Tourism into Focus

15

(2)

Geography Describes the Traveler's World

17

(3)

Physical Geography

17

(1)

Human Geography

18

(1)

Regional Geography

19

(1)

Studying Tourism from Business Perspectives

20

(6)

Marketing

20

(2)

Management

22

(1)

Finance

23

(3)

Tourism's Challenges and Opportunities

26

(2)

Where Do You Fit In?

28

(1)

Topics Covered in Each Chapter

28

(1)

Summary

29

(1)

You Decide

29

(1)

Net Tour

30

(1)

Discussion Questions

30

(1)

Applying the Concepts

30

(1)

Glossary

30

(1)

References

31

(1)

Readings:

ASTA Code of Ethics: Guiding Principles for Members

32

(2)

Even Tested Travelers Can Be ``Provincial''

34

(2)

Marketing to the Traveling Public

36

(40)

Learning Objectives

37

(1)

Chapter Outline

37

(1)

A Ride on the Wild Side!

38

(1)

Introduction

39

(1)

Decisions, Decisions, Decisions

39

(4)

Information Seeking

40

(2)

It's All in the Details

42

(1)

Foundations for Understanding Tourist Motivations

43

(6)

Push and Pull Motivations

43

(1)

Maslow's Hierarchy of Needs

44

(2)

The Leisure Ladder Model

46

(1)

The Psychocentric-Allocentric Model

47

(2)

Segmenting the Tourism Market

49

(8)

Geographic Segmentation

50

(1)

Demographic Segmentation

51

(1)

Psychographic Segmentation

52

(1)

Product-Related Segmentation

53

(2)

Putting Segmentation Knowledge to Work

55

(2)

Specialized Tourist Segments

57

(8)

Business and Professional Travelers

57

(3)

Incentive Travelers

60

(1)

Mature Travelers

61

(1)

Special-Interest Travelers

62

(3)

Delivering High-Quality Service

65

(1)

Summary

66

(1)

You Decide

67

(1)

Net Tour

67

(1)

Discussion Questions

67

(1)

Applying the Concepts

68

(1)

Glossary

68

(1)

References

69

(2)

Readings:

Motorcoach Tours Had Modest Start in New England in 1925

71

(3)

The Brand Boom

74

(2)

Delivering Quality Tourism Services

76

(28)

Learning Objectives

77

(1)

Chapter Outline

77

(1)

All's Well That Ends Well?

78

(1)

Introduction

78

(1)

Quality

79

(3)

Defining Quality

80

(2)

Quality Differences

82

(1)

Service Encounters

82

(1)

Service Quality Model

83

(4)

Quality and Customer Satisfaction

87

(1)

Human Resources: The Key to High-Quality Service

88

(1)

Understanding and Meeting Guest Needs

89

(1)

Building Service Teams

90

(2)

Service Mistakes

92

(2)

Mistakes Happen

93

(1)

Be a Can-Do Problem-Solver

93

(1)

Service Guarantees

94

(2)

Summary

96

(1)

You Decide

96

(1)

Net Tour

97

(1)

Discussion Questions

97

(1)

Applying the Concepts

97

(1)

Glossary

98

(1)

References

98

(2)

Readings:

Driving to the Bahamas: A Lesson in Guest Service

100

(2)

Supply-Chain Policies Help Hoteliers Save Time, Money

102

(2)

Bringing Travelers and Tourism Service Suppliers Together

104

(41)

Learning Objectives

105

(1)

Chapter Outline

105

(1)

One Stop Does It All!

106

(1)

Introduction

106

(1)

Serving Traveler Needs

107

(1)

Why Use Intermediaries?

108

(1)

One-Level (Direct) Distribution Channels

109

(1)

Two-Level Distribution Channels

110

(7)

Travel Agencies

110

(6)

Improving Service Delivery through Cooperative Systems

116

(1)

Three-Level Distribution Channels

117

(6)

Tours

117

(2)

Tour Operators

119

(2)

Consolidators and Travel Clubs

121

(1)

Meeting Planners

121

(2)

Tapping the Power of Dual Distribution

123

(1)

Tourism Information Sources and Services

123

(2)

Selling Adds a Personal Touch

125

(3)

Acquiring Product Knowledge

125

(1)

Approaching the Client

126

(1)

Qualifying the Client

126

(1)

Making the Sales Presentation

126

(1)

Closing the Sale

127

(1)

Following Up

127

(1)

Building Relationships

128

(1)

Summary

128

(1)

You Decide

129

(1)

Net Tour

129

(1)

Discussion Questions

129

(1)

Applying the Concepts

130

(1)

Glossary

131

(1)

References

131

(1)

Readings:

When Meeting Planners Go the Extra Mile

132

(4)

21st-Century Travel: Looking Ahead, Agents Expect to Be Viable in the New Century

136

(4)

Elite House: Using e-Service Recovery to Deal with Brick and Mortar Failure

140

(3)

100% Satisfaction Guaranteed

143

(2)

PART 2 Tourism Service Suppliers

145

(186)

Transportation

146

(36)

Learning Objectives

147

(1)

Chapter Outline

147

(1)

The Graduation Gift

148

(1)

Introduction

148

(2)

Surface Transportation

150

(3)

Plying the Waves

150

(2)

Riding the Rails

152

(1)

Amtrak and VIA Rail Canada Services

153

(1)

International Passenger Rail Service

154

(4)

Cruising the Highways and Byways

158

(4)

Automobiles

158

(2)

Motorcoaches

160

(2)

Important Transportation Links

162

(1)

Soaring through the Skies

163

(7)

Operating in a Deregulated Environment

165

(4)

Decoding the Language of the Airline World

169

(1)

Improving Operating Efficiency and Effectiveness

170

(3)

Internet Changes Travel Distribution Channels

173

(1)

Summary

174

(1)

You Decide

174

(1)

Net Tour

175

(1)

Discussion Questions

175

(1)

Applying the Concepts

175

(1)

Glossary

176

(1)

References

177

(1)

Readings:

Both Pricey, Both in Trouble, But Air Travel Is No Match for a Train with a View

178

(2)

The Hub--and-Spoke System Remodels the Airways

180

(2)

Accommodations

182

(36)

Learning Objectives

183

(1)

Chapter Outline

183

(1)

Expect the Unexpected

184

(1)

Introduction

184

(1)

Oh So Many Choices!

185

(6)

No Two Are Exactly Alike

186

(2)

Same Time, Same Place?

188

(2)

Your Attention, Please!

190

(1)

Enjoying the Great Outdoors

190

(1)

Rooms, Rooms, and More

191

(5)

Making Sense of Classifications and Rating Systems

193

(1)

Lodging Lexicon

194

(2)

Organizing for Successful Operations

196

(3)

Going It Alone

197

(1)

Franchising

197

(1)

Management Contracts

197

(1)

Chain Operations

198

(1)

Strength in Numbers

199

(1)

It All Begins with Sales

199

(7)

Providing a Home Away from Home

200

(1)

Meeting Guests' Needs

201

(2)

Achieving Profitable Operations

203

(3)

Using Technology to Tie It All Together

206

(1)

Summary

207

(1)

You Decide

208

(1)

Net Tour

208

(1)

Discussion Questions

208

(1)

Applying the Concepts

209

(1)

Glossary

209

(1)

References

210

(2)

Readings:

Pillow Talk

212

(3)

The New Opportunity for Independent Hotels

215

(3)

Food and Beverage

218

(30)

Learning Objectives

219

(1)

Chapter Outline

219

(1)

Sometimes It's More Difficult Than It Seems

220

(1)

Introduction

220

(1)

Major Influences on the Development of Food and Beverage Services

221

(12)

Travel and Discovery

221

(2)

Science and Technology

223

(1)

Building a Culinary Heritage

223

(1)

The Beginnings of Modern Foodservice Practices

224

(1)

Planning to Meet Guest Expectations

225

(2)

It All Comes Down to Rhythm, Timing, and Flow

227

(2)

Adding Value to Food and Beverage Experiences

229

(3)

From Ten to Ten Thousand

232

(1)

Building Profitable Operations

233

(2)

Balancing Payroll Costs with Productivity

234

(1)

Food Quality and Food Costs Are the Results of Effective Purchasing

235

(1)

Using Technology to Improve Service Delivery

235

(1)

An Ounce of Prevention Is Worth a Pound of Cure

235

(2)

Beverages

237

(3)

Beverage Operations

238

(1)

Keeping Spirits Under Control

239

(1)

Summary

240

(1)

You Decide

240

(1)

Net Tour

241

(1)

Discussion Questions

241

(1)

Applying the Concepts

241

(1)

Glossary

241

(1)

References

242

(1)

Readings:

Inviting the Media to Dinner: How, When, and Why to Stage a Media Dinner/Event

243

(3)

Operators Find It's No Holiday Attracting Hard-to-Get Tourists

246

(2)

Attractions and Entertainment

248

(34)

Learning Objectives

249

(1)

Chapter Outline

249

(1)

So Many Things to Do and So Little Time

250

(1)

Introduction

250

(2)

A World of Opportunities

252

(1)

Foundations for Understanding Attractions and Entertainment

253

(2)

Heritage Attractions

255

(8)

Museums and Historical Sites

256

(1)

Zoos and Aquariums

257

(2)

Parks and Preserves

259

(3)

Fairs and Festivals

262

(1)

Commercial Attractions

263

(3)

Amusement Parks

263

(2)

Theme Parks

265

(1)

Gaming

266

(4)

Emerging Gaming Segments

267

(1)

Place Your Bets

268

(2)

Shopping

270

(2)

Live Entertainment

272

(1)

Sporting Activities

272

(1)

The Performing Arts

273

(1)

Summary

273

(1)

You Decide

274

(1)

Net Tour

274

(1)

Discussion Questions

275

(1)

Applying the Concepts

275

(1)

Glossary

275

(1)

References

276

(2)

Readings:

The Future Is Wow!

278

(3)

Is Legalized Gambling a $600 Billion Industry or a $50 Billion Industry?

281

(1)

Destinations

282

(49)

Learning Objectives

283

(1)

Chapter Outline

283

(1)

Dreams Can Come True

284

(1)

Introduction

284

(1)

From Resorts to Urban Destinations

285

(1)

Classifying Destinations

286

(3)

Far from the Maddening Crowd

289

(1)

Links to the Past

290

(1)

Seasonal Delights

291

(1)

Spotlight on Sporting Activities

292

(3)

Snow Holiday Resorts

293

(1)

Golf Resorts

294

(1)

Year-Round Playgrounds

295

(9)

Spas

296

(1)

Cruise Ships

296

(6)

Casino Resorts

302

(1)

Integrated Resorts

303

(1)

Bright Lights and City Sights

304

(1)

Building on Success

304

(1)

Summary

305

(1)

You Decide

305

(1)

Net Tour

306

(1)

Discussion Questions

306

(1)

Applying the Concepts

306

(1)

Glossary

307

(1)

References

307

(2)

Readings:

Finding the Best Ship at the Best Price

309

(3)

Great Place to Stay (Employed)

312

(4)

Buying a Piece of Paradise

316

(7)

Plotting a Course in Uncharted Waters

323

(8)

PART 3 The Hospitality Environment

331

(140)

Economic and Political Impacts of Tourism

332

(32)

Learning Objectives

333

(1)

Chapter Outline

333

(1)

Chamber Director Headache #1456

334

(1)

Introduction

334

(2)

Looking to Tourism for Economic Growth and Vitality

336

(2)

Comparative Advantage

337

(1)

Tourism and Foreign Exchange Rates

337

(1)

The Multiplier Concept

338

(3)

Realizing Tourism's Export Potential

338

(1)

What Goes Around Comes Around

339

(2)

Tracking the Impact of Tourism Expenditures

341

(1)

Other Economic Impacts

341

(3)

Potential Problems in Tourism-Based Economies

343

(1)

Tourism in the Economic Balance

344

(1)

Tourism and Politics

344

(4)

The Role of Government in Tourism

345

(2)

Tourism Promotion Agencies

347

(1)

Public/Private Organizations

348

(3)

Chambers of Commerce and Convention and Visitors Bureaus

348

(1)

Convention Centers

349

(2)

Tourism Planning

351

(2)

Political ``Tugs of War'' over Tourism

353

(1)

Summary

354

(1)

You Decide

355

(1)

Net Tour

356

(1)

Discussion Questions

356

(1)

Applying the Concepts

356

(1)

Glossary

356

(1)

References

357

(2)

Readings:

The Four-Season Challenge

359

(2)

Coyote Pass Hospitality

361

(3)

Environmental and Social/Cultural Impacts of Tourism

364

(32)

Learning Objectives

365

(1)

Chapter Outline

365

(1)

Reflecting on the Future

366

(1)

Introduction

366

(1)

Tourism and the Environment

367

(3)

Defining Carrying Capacity

367

(1)

Determining Carrying Capacities

368

(2)

Environmental Impacts of Tourism

370

(2)

Social and Cultural Impacts of Tourism

372

(4)

Host Community

372

(1)

Social and Cultural Benefits of Tourism

373

(1)

Using Culture to Attract Tourists

374

(2)

Unintended Consequences of Tourism on Culture

376

(2)

Mass Tourism versus Ecotourism

378

(8)

When Is Tourism Too Much of a Good Thing?

379

(2)

Ecotourism

381

(3)

Ecotourism in the 21st Century

384

(1)

Sustaining Tourism's Benefits

385

(1)

Summary

386

(1)

You Decide

386

(1)

Net Tour

387

(1)

Discussion Questions

387

(1)

Applying the Concepts

387

(1)

Glossary

388

(1)

References

388

(2)

Readings:

Preserving the Landscape of Cinque Terre

390

(3)

Resorts Go Up . . . and Down

393

(3)

The Future of Tourism

396

(75)

Learning Objectives

397

(1)

Chapter Outline

397

(1)

On the Road Again

398

(1)

Introduction

398

(1)

The Shape of Coming Tourism Markets

399

(7)

Demographic Shifts

399

(4)

Disabled Travelers

403

(1)

Changes in Business, Professional, and Conference Travel

404

(2)

Trends in Forms of Tourism

406

(2)

Adventure and Extreme Tourism

406

(2)

New Forms of Tourism

408

(1)

Meeting Future Tourists' Needs

408

(2)

Travel Agents' Changing Roles

410

(1)

Moving into an Era of Competitive Cooperation

411

(2)

Accelerating Technological Advances

413

(4)

Maximizing Operating Efficiencies

413

(1)

The Green Frontier

413

(1)

Amplifying Guests' Experiences

414

(1)

Safety and Security Strides

414

(1)

Transportation Transformations

415

(1)

Internet---The Travel Tool of the 21st Century

416

(1)

Keeping the Human Touch?

417

(1)

Conclusion

418

(1)

You Decide

419

(1)

Net Tour

419

(1)

Discussion Questions

419

(1)

Applying the Concepts

420

(1)

Glossary

420

(1)

References

421

(2)

Readings:

Meeting the Needs of a Changing Industry

423

(2)

Winter Snowsports Resorts: Destinations at a Crossroads

425

(5)

Coping with Crisis

430

(4)

West Marin: A Case-Study of Responsible Tourism

434

(6)

APPENDICES

Appendix A Geography: Your Window to the World

440

(11)

Appendix B Tourism Research

451

(9)

Appendix C Choosing a Career and Finding a Job

460

(11)

Glossary

471

(6)

Index

477

Excerpts

The tourism industry is both dynamic and diverse. Most students come to the study of tourism full of enthusiasm and questions. Yet, the textbooks available have been dry and/or overly focused on travel agencies and transportation modes. Often they are full of facts with little theoretical or macro-issue discussion. As a result, students' enthusiasm soon wanes and their interest in careers in "tourism" diminishes. We decided to write a book that would be as interesting and multifaceted as the field itself. Like the two previous editions, the third edition ofTourism: The Business of Travelfeatures a conversational style, making it fun to read, yet providing a thorough overview of the tourism industry, giving balanced coverage to each component part. The role of the travel agent and the importance of transportation modes are included, but not to the omission of significant coverage of other industry issues, such as accommodations, destinations, attractions, and food and beverage operations. As our title suggests, we look at the tourism industry through the lens of business, specifically by considering the management, marketing, and finance issues most important to industry members. In addition, the book starts with a comprehensive model of tourism and unfolds by considering each piece of the model in succession. All students should find the book enjoyable and educational, no matter which facet of the industry they find most interesting. ENHANCEMENTS IN THE THIRD EDITION We have built on the success of the previous editions ofTourism: The Business of Traveland created an even better learning tool in the third edition. We kept and expanded all the features that readers and reviewers said they liked and added topics about which they said they wanted to know more. The impacts of technology on the industry have been integrated throughout the text. Several important improvements are featured in this third edition and in the Instructor's Manual. The most significant modifications include: Service quality is accentuated with a complete chapter early in the textbook. Special attention has been given to the importance of changing technology and its impact on the tourism industry. Expanded discussion of consumer behavior issues concerning tourism, including decision-making and consumer motivations, has been included. Emphasis on the importance of tours, tour operators, meeting planners and incentive travelers has been added with an enhanced discussion. Expanded sections have been included on human resources and personal selling. All new integrative cases plus end-of-chapter readings and appendices were added to give instructors opportunities to generate student debate and interest. WHO SHOULD USE THIS BOOK We designed this third edition ofTourism: The Business of Travelso that it can be tailored to suit a variety of needs. Its engaging writing style and its hundreds of updated industry examples make it the perfect textbook for freshman and sophomore students taking their first tourism class. The thoroughness of content also makes it suitable for a similar course introducing students to the hospitality industry. To meet the advanced critical-thinking needs of junior and senior students, we have augmented the text's basic content with end-of-chapter readings and integrative cases that they can use to apply their knowledge and refine their problem-solving skills. No matter how experienced the instructor or students, we believe this third edition is one that professors can teach with, not simply from. The various text features and teaching supplements allow each instructor to develop the course to fit his or her style and the special needs and learning styles of students. HOW THE TEXT IS ORGANIZED The third edition ofTourism: The Business of Travelintroduces students to an integrative model o